Podcasts

The medium is still in its infancy, but has already made a massive impact. It offers significant benefits — the headlines are that it's cheap and easy, distribution is free, people like it, it works, and you're in charge of the message. Details worth noting if you're still unconvinced:

• It's targeted at people already interested in what you're offering, and subscribers look forward to your next podcast

• There's more time to get your message across, which tends to be better remembered

• It boosts your website's ranking and traffic as your podcast will be listed on a searchable directory and your hopefully irresistible content will drive more traffic to your site

• It provides measurable results which are often excellent ones, including improved conversions, an enhanced reputation and alternative marketing routes (such as invitations to address gatherings convinced of your expert status)

In short, podcasts are like rapidly evolved blogs. They're much more accessible and persuasive, as the messages are processed in two parts of the brain — auditory and visual areas — and they're delivered personally.

Like all social media, podcasts are only successful if the content is high-quality. It must be great stuff, interesting and informative; in short, a resource of value. If users see enough value in it, they will be encouraged to pass the message on and receivers become senders. You'll have created your own piece of viral marketing action.